Director of Brand Marketing, Home Services

MarketPro has been retained by a high-growth, private equity–backed company in the consumer services sector to lead the search for a Director of Brand Marketing.

Backed by a top-tier consumer-focused investment firm, the company is executing an aggressive acquisition-led growth strategy, rapidly scaling a portfolio of 18+ established local brands across the U.S. With significant capital investment and a best-in-class performance and analytics infrastructure already in place, the organization is now making a deliberate investment in building a top-tier Brand function.

The Role

The Director of Brand Marketing will define and execute the brand strategy across a portfolio of local operating brands, ensuring consistent positioning, stronger market differentiation, and measurable impact on demand generation.

This leader will operate at both the strategic and executional level—partnering cross-functionally while building scalable systems that translate brand into performance.

Key Responsibilities:

Brand Strategy & Positioning

• Define and evolve brand architecture and messaging across a multi-brand platform
• Develop differentiated positioning that breaks through in highly commoditized markets
• Lead annual brand planning aligned to revenue and growth objectives

Local Market Activation

• Translate brand strategy into effective, localized execution across diverse markets
• Enable field teams with clear frameworks, tools, and creative assets
• Ensure consistency while maintaining local relevance and resonance

Media & Investment Strategy

• Oversee $10M+ in brand media investment across traditional and digital channels
• Partner with analytics teams on media mix modeling (MMM), incrementality testing, and ROMI optimization
• Continuously refine channel mix based on evolving consumer behavior

Creative & Content Leadership

• Lead creative direction to build trust, emotional connection, and clarity of value
• Develop scalable creative systems and asset libraries across brands
• Manage agency partners and internal creative resources

Growth & Integration

• Support onboarding and integration of newly acquired brands
• Ensure continuity of demand while evolving brand positioning post-acquisition
• Contribute to employer brand initiatives to support technician recruitment and retention

What Success Looks Like:

• Increased branded search, direct traffic, and inbound demand
• Improved marketing efficiency (CAC, ROMI, payback)
• Stronger local brand equity and customer trust
• Reduced reliance on high-cost lead generation channels
• A scalable brand system that supports continued acquisition and growth

The Ideal Candidate:

We are seeking a strategic, hands-on brand leader who has successfully operated in multi-location, consumer-facing businesses and understands how to connect brand investment to measurable business outcomes.

Required Experience

• 8–12+ years in brand marketing leadership roles
• Proven experience in multi-location, franchise, or distributed service models
• Experience managing meaningful media budgets ($10M+) and working with data/analytics teams
• Track record of building or evolving brand systems that drive measurable growth

Preferred Industry Backgrounds

Strong preference for candidates with experience in:

• Home Services (HVAC, plumbing, electrical, restoration, etc.)
• Consumer Services (pest control, home improvement, field services, automotive services)
• Multi-Location / Franchise Models (retail, fitness, healthcare services, dental/DSO, veterinary)
• Private Equity–Backed or High-Growth Platforms

Additional consideration for candidates from:

• Scrappy consumer/lifestyle brands with experience scaling brand across markets

Leadership Profile

• Balances creative instinct with analytical rigor
• Comfortable operating in a fast-paced, high-growth, PE-backed environment
• Able to influence across C-suite, field operators, and agency partners
• Brings a builder mindset—capable of creating structure, not just managing it
• Thrives in environments that require speed, adaptability, and accountability